Geographicmarket analysis and mapping selected

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Unformatted text preview: lysis and mapping Selected behaviors for Mosaic target group ranked by potential. • Selecting and buying advertising media • New product development • Strategic planning Site selection Mosaic can help pinpoint the best sites and trade areas for maximizing sales potential. Site analysis for Mosaic target group by census tract within 20-minute drive time. Affluent Suburbia A m e r i c a ’s W e a l t h i e s t Dream Weavers White-collar Suburbia Upscale Suburbanites How is Mosaic built? Over the last 20 years, Experian has built more than 40 segmentation solutions worldwide. This Enterprising Couples gives us valuable insight into the best sources of Small-town Success data and methodologies to build truly innovative New Suburbia Families Upscale America segmentation. Status-conscious Consumers Affluent Urban Professionals Urban Commuter Families Solid Suburban Life Second-generation Success Successful Suburbia Small-town Contentment Second City Homebodies Prime Middle America Suburban Optimists Family Convenience Mid-market Enterprise Blue-collar Backbone Nuevo Hispanic Families To build Mosaic, the following approaches were taken: • Identification of the most appropriate data sources as inputs • A sophisticated proprietary approach to clustering, unique to Experian • Extensive analysis to assist in validation and interpretation of the segmentation. Mosaic was developed using consumer demographic information sourced from Experian's wealth of data assets including INSOURCE, which provides coverage for more than 110 million households and 215 million individuals; demographic estimates and projections from Applied Geographic Solutions; and the U.S. Census. All of this information is updated regularly and used to replenish our view of the classification each year. Clustering Mosaic is designed to identify groupings of consumer behavior for households and Working Rural Communities neighborhoods. The methodology we use is Lower-income Essentials unique to Experian, and has been refined during Small-city Endeavors many years of creating classifications using data American Diversity Urban Blues Data Components Professional Urbanites Quantitative data Ethnic Urban Mix Suburban Advantage from different sources and different levels of geography. American Great Outdoors More than 300 data variables have been used to Mature America The first step is to gather data for all residents and build Mosaic including more than 70 household households in the country. This data is then Steadfast Conservatives level elements from Experian's INSOURCESM combined with information from other higher Moderate Conventionalists database. These have been selected as inputs to levels of geography including census and postal Urban Grit the classification on the basis of their volume, information. All the input variables go through a Grass-roots Living quality, consistency and sustainability. selection process, where they are tested for Metro Fringe Southern Blues Remote America discrimination, robustness and their correlation to Hardy Rural Families Rural Southern Living To be input into the classification, the data must Coal and Crops meet one or more of the following criteria: Native Americana Aspiring Contemporaries Young Cosmopolitans • Allows identification and description of other variables. Once the final list of variables is selected, a set of Minority Metro Communities consumer segments that are not necessarily input weights is applied as part of the clustering Stable Careers distinguished solely by the use of census data process. The result is a list of variables that have Aspiring Hispania Rural Villages and Farms Industrious Country Living A m e r i c a ’s F a r m l a n d s Comfy Country Living Small-town Connections Hinterland Families Struggling Societies Rugged Rural Style Latino Nuevo Struggling City Centers College Town Communities Metro Beginnings Urban Essence Unattached Multi-cultures Academic Influences African-American Neighborhoods Urban Diversity New Generation Activists Getting By Varying Lifestyles Military Family Life Major University Towns Gray Perspectives • Ensures accuracy of the Mosaic code by either household or neighborhood differing importance to the clustering methodology, depending on how well they discriminate at differing levels of geography. • Is updated regularly to ensure change is monitored •...
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This note was uploaded on 02/07/2014 for the course MIS 304 taught by Professor Mejias during the Spring '07 term at University of Arizona- Tucson.

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